GOVERNMENT MEDIA CAMPAIGN FOR AGRICULTURE PERFECTION IN PUNJAB, PAKISTAN

Abstract

Pakistan is an agricultural country and has 80% percent contribution in export earnings and 50% labour forces engagement. The aim of this study was to know about government media campaigns for awareness and information in the agricultural development. The study was conducted at Department of Mass Communication Govt. College University, Faisalabad, during 2019. Data was gathered from government agriculture department website from June 2017 to June 2019 to know about the governmental contribution in agricultural development through media campaigns and nature of these campaigns to aware and educate the farmers. The study found that the mode of government media campaigns was related to transmit message to farmers about warning and preventive (20-26%), inofmraiton and awareness (38-54%), visit and meeting (6-10%), subsidies and credit assistant (6-16%) and policies and new technology (6-8%). The study also revealed that government had specially focused on new technology for better results to aware and educate the farmers to improve their cultivation. But it is also revealed that there is more space to improve the cultivation style and government should play a greater role in the development of agriculture sector.